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Blyk-powered 'Orange Shots' service coming next month to Monkey customers
Now that Blyk's free-service-for-ads model has officially bitten the dust, we're starting to see new ideas come out of the woodwork from the Dutch company that might (or might not) stand a better chance of striking a survivable balance of value and profitability. Orange UK has announced that it'll be launching Orange Shots as of February 1, a program for advertisers that lets them target subscribers of its Monkey prepaid service in very specific ways. Sound familiar? Yeah, that was pretty much what Blyk had been doing all along -- difference being that they're no longer trading access to that targeted group for free minutes and texts. As far as we can tell, Orange is simply offering its subscribers the hope of getting special offers from advertisers, meaning its margins are probably going to be a lot higher here than Blyk's ever were before -- assuming Monkey customers agree to sign up, of course. For now, it's purely opt-in; let's hope it stays that way.
Blyk hooks up with Vodafone in Holland
Talks had apparently been going on for a while to start a Blyk-branded Dutch MVNO, but to better align with its revised business strategy, the company is switching up its strategy and working with Vodafone to use its existing infrastructure exclusively. With the new plan, Blyk will be responsible strictly for the ad delivery technology, but either way, the result is pretty much the same: young'uns in the Netherlands will be able to get some voice minutes and texts every month in exchange for being delivered targeted advertising on their phones. The company claims that an "overwhelming" number of carriers in Europe and Asia are asking Blyk to take over their mobile advertising businesses entirely, so it seems the start-up could have a very successful future despite the slow start it's gotten with its own-branded MVNO in UK. We're still not sure we'd be willing to get blasted with frighteningly well-targeted ads (robots, console emulators, pizza joints, you know the drill) in exchange for a pittance in minutes, but for teens just getting their start, it could still be a power play.
Blyk hooking up with Orange in UK?
Blyk's efforts to bring its ads-for-minutes business model to new carriers seemingly continue, but one market where we really wouldn't have expected it to concentrate its initial push is the UK. The company's British MVNO is, after all, its first live network anywhere in the world -- and seeing how they already have that infrastructure in place, the payoff for signing a carrier deal seems lower. That said, there are some synergies here: the MVNO already runs on Orange's airwaves, and rumor has it that the deal -- which has apparently been in the negotiation phase for months now -- would include a transfer of Blyk's sales team. Interestingly, the current buzz has new subscribers being offered £15 worth of credit (about $24) in exchange for receiving ads, a shift from Blyk's original strategy of trading a fixed number of voice minutes and texts. That would give Orange more flexibility to adjust voice and text charges without shifting the value of its Blyk-based customers' deals, and considering that Blyk was apparently unable to garner enough advertiser interest in its original plan, it'll be interesting to see whether the tweak ends up working out in Orange's favor.[Via mocoNews]
Blyk looking to partner with a carrier for Indian launch
We'd just recently heard that Blyk was getting out of the business of starting its own regional carriers, but at the same time, the company said that it would continue to pursue partnerships with other carriers who already have infrastructure and subscribers in place -- and the first country to benefit from the refreshed business model might be India. A company spokesperson has told Mint that they "do intend to enter India but cannot comment yet on timing," saying that discussions with potential launch partners are still ongoing; additionally, it's rumored that the local division is already stocking up on senior execs to lead the business. Blyk's ads-for-minutes model seems to be seeing some success in the places where it's launched so far, and with India's hundreds of millions of mobile users just waiting to be tapped, this could be a gold mine if the local advertising market is ripe.[Via mocoNews]
Blyk shelves plans to expand to other markets, focuses on carrier partnerships
Relabeling its first (and only) live network as a "proof of concept," Blyk CEO Antti Öhrling has told mocoNews that the fledgling MVNO -- which trades a handful of voice minutes and text messages per month for a subscriber's agreement to put up with on-device advertising -- has stopped efforts to expand to other countries. It seems the new game plan involves sacking up with other carriers to license its technology, which'll probably cost Blyk a whole heck of a lot less than setting up new MVNO deals and running operations everywhere they go. That said, users of Blyk's UK network needn't fear; there's apparently no plan to shutter the service, though odds are good they'll be transferred to another carrier should the company find a suitable partner. It's a lot of work for 43 minutes a month, isn't it?
Ads-for-minutes model marches on: Blyk expanding to three more countries
The concept of exchanging voice minutes for obligatory ads pushed to handsets is a business model still very much in its infancy, but Blyk -- which currently has a live MVNO in the UK and plans to launch in the Netherlands later this year -- must be feeling good about its chances right now, because it has announced a planned expansion into the German, Belgian, and Spanish markets next year. Key to the service's success is recognition by advertisers that customers actually give a crap about the highly-targeted marketing material being pushed to them; Blyk claims that click-through rates are rockin', which is probably providing the impetus for the planned expansion. We're still not so sure we'd trade 217 text messages and 43 voice minutes a month for the privilege of being blasted with spam targeted promotions, but if they're somehow able to boost the allowance into the range of a typical plan and maintain profitability, they could be sitting on a gold mine.[Via mocoNews]
Blyk reaches 100,000 subscriber mark in Britain, dons party hats in celebration
Hold on to your seats, chaps -- Blyk has just surpassed that magical 100,000 subscriber mark in Britain that it's been aiming for ever since the company got off the ground last fall. For those curious as to why "just" 100k is a milestone worth celebrating, this particular MVNO -- which rents airtime from Orange and utilizes equipment from Nokia Siemens Networks -- issues its customers a free pool of minutes / text messages in exchange for them accepting advertisements. In other words, a totally ad-funded service is somehow managing to go over at least decently well. According to the outfit, it reached the aforesaid goal a full six months ahead of schedule and is currently seeing ad response rates of 29-percent. Kudos, Blyk -- way to quiet those naysayers.[Via textually]
Blyk alleges decent click-through rates on mobile ads
It has yet to be conclusively proven that the ads-for-minutes system really works, but UK-based Blyk Mobile is starting to offer up some stats on how it's fared since its launch a couple months back. As a refresher, Blyk is offering folks in their teens and early twenties precisely 43 minutes of voice and 217 text messages per month for the right to send out six targeted ads per day -- and believe it or not, it might just be working. Blyk claims that it's seeing click-throughs ranging from 12 to 43 percent depending on the type of ad (text, video, and so on), and its demographics are fairly well balanced to boot with a 52 / 48 percent gender split in favor of men. The MVNO has a fairly modest 12-month subscriber target of 100,000 users -- and while they're being a little coy about whether the service on track for that number, they've reiterated that it's still the number they're shooting for. So yeah, Xero Mobile, if you ever want to get off the ground, how's about you take a few pointers from these guys?
Blyk's ad-supported free service goes live in UK
Alright, we give Xero Mobile a pretty hard time around here -- mostly deserved, we'd argue -- but at least its business model has now been partially validated by the launch of a similar setup across the pond, Blyk. Currently open only to 16 to 24 year olds (by invitation only, no less), the MVNO offers users 217 free text messages and 43 voice minutes per month in exchange for an agreement to receive six SMS ads a day, participate in some polls, and fill out some profiling information; any additional usage will cost cold, hard cash. Blyk operates atop Orange's British network; there aren't any immediate plans to launch elsewhere, though the company says it's in talks to do so. At this point, Xero might want to hold out and see whether this is successful before they bother launching. And no, we can't believe we just suggested Xero should delay its launch even longer than it already has.[Via mocoNews]
Blyk's launch delayed until October
Blyk, the European ad-backed MVNO headed by a Nokia alum, has had its launch delayed. Blyk's free wireless service targeted towards 16- to 24 year-olds is apparently undergoing some last-minute business plan tweaking since, you know, free wireless service supported by ads alone is still an unproven business model. It looks like an October 2007 launch is set for now, so no Blyk goodness is coming to the UK this summer. Until then, you can gaze at Blyk's odd and strangely surreal corporate logo to the right.[Via mocoNews]
Blyk: another MVNO enters the ads-for-minutes fold
We're not entirely sure what chemical they've put in the water in the past couple years to make everyone suddenly think that cellphone users want to get blasted with ads in exchange for airtime -- but alas, please welcome Blyk (not to be confused with "bilk") to the party. The upstart Finnish MVNO, put together by an ex-Nokia exec, looks to target young Europeans aged 16 to 24 as soon as next summer by hooking them up with questionnaires that will allow advertisers to send ultra-targeted ads based on lifestyle, hobbies, and preferences. Blyk claims that most handsets already on the market will be compatible with its service -- even those without graphical displays -- suggesting that most ads will initially fly over SMS. The company is making a big stink over the fact that they're the first to suggest that this is a good idea; we think Xero Mobile would beg to differ, but that's one chicken we won't be counting 'til it hatches.[Via Smart Mobs]
